_____ groups people according to the similarity of their answers to questions such as brand preferences or product attributes.
A) Perceptual maps
B) Cluster analysis
C) Linear discriminant analysis
D) Factor analysis

Question

Quizplus · Accepted Answer

Cluster analysis groups people based on their similarities/dissimilarities in responses to certain questions or variables. This helps in identifying homogeneous groups of customers or target audiences for marketing and advertising purposes. Perceptual maps, linear discriminant analysis, and factor analysis are also useful tools in market research, but they do not specifically group people based on their responses.

_____ Groups People According to the Similarity of Their Answers